This paper aims to segment online consumers based on their attitude toward self-interest and ethical attitudes and explore the impact of these attitudes on the purchasing behavior of agricultural products online in China. The study was conducted using 633 online survey responses from consumers who have purchased agricultural products online in China. First, to validate the relationship between attitude and behavior by structural equation modeling. Next, the number of segments was determined using K-means. Finally, Pearson Chi-square difference tests were performed to analyze demographic and behavioral variables and identify each segment’s characteristics. The results of this study provide a segmentation analysis of the online market for agricultural products in China. The four segments identified are pure ethical consumers, information communicators, brand-quality pursuers, and well-heeled shoppers. Additionally, this study reveals the characteristics of each segment based on demographic and behavioral variables. This study provides a novel approach to segmenting Chinese consumers who purchase agricultural products online based on their attitudes toward self-interest and ethical attitudes, aiming to understand the impact of these attitudes on their purchasing behavior. Moreover, from an ethical consumerism perspective, it explores the effect of ethical information on purchasing agricultural products online, highlighting its significant implications for online marketing strategies.

The rapid development of cities and urbanization in China has forced the growth of new channels for buying agricultural products. The purpose of this research is to examine how Internet of Things (IoT’s) technologies can digitize a traditional fresh food supply chain. Comparative and descriptive analysis methods are used to highlight the major pain points in the traditional supply chains and assess how digital transformation could help. We delve into every part of digital transformation, which includes establishing an information platform based on IoT and developing smart storage options. Our findings revealed that through end-to-end digital integration, supply chain efficiency is improved with shorter lead times and leaner inventories that yield reduced costs as well as fewer losses while ensuring product quality and traceability. In sum, such an approach would enhance sustainability within the fresh food value chain. As such, our article highlights key aspects of transitioning towards a digital environment in this sector for those planning similar ventures.

In the trend of the 4th Industrial Revolution and the trend of digital transformation, along with the orientation of building ecologically sustainable agriculture, modern countrysides, civilized knowledge farmers, meeting the requirements of international economic integration. More than ever, countries’ agriculture requires human resources from managers to researchers and those directly getting involved in agricultural production that meet the standards of professional qualifications, capacity and quality of work performance. In Vietnam, in terms of resources in the agricultural sector, there is a surplus of manual and simple labor but a shortage of high-skilled workers and lack of good managers and organizers. In terms of policies and laws in the field of agriculture, it is relatively complete when there are 15 laws passed in 4 production sectors: fisheries, forestry, horticulture and animal husbandry. This is an important legal basis to mobilize resources, including agricultural human resources in order to develop the country. However, the legal system on human resource development in the field of agriculture in general and on training, education, compensation and support in particular is still lacking and scattered. Thus, the article focuses on analyzing the current status of regulations and practices of implementing regulations on human resource development in the agricultural sector, thereby proposing corresponding policies and laws in Vietnam in the next time.

Technology development in the agricultural sector is important in the development of Thailand’s economy. The purpose of this research was to study the approach of guidelines for future agricultural technology development to increase productivity in the Agricultural sector in order to develop a structural equation model. The research applied mixed-methodology. Qualitative research by in depth interview from 9 experts and focus group with 11 successful businesspersons for approve this model. The quantitative data gather from firm, in the 500 of agricultural sector by using questionnaire, using statistical tests of descriptive analysis, inferential analysis, and multivariate analysis. The research found guidelines for future agricultural technology development to increase productivity in the Agricultural sector composed of 4 latent. The most important item of each latent were as following: 1) Agrobiology Technology (= 4.41), in important item as choose seeds that for disease resistance and tolerate the environment to suit the cultivation area, 2) Environmental Assessment (= 4.37),, in important item as survey of cultivated areas according to topography with geographic information system, 3) Agricultural Innovation (= 4.30), in important item as technology reduces operational procedures, reduce the workforce and can reduce operating costs, and 4) Modern Management Systems (= 4.13), in important item as grouping and manage as a cooperative to mega farms. In addition, the hypothesis test found that the difference in manufacturing firm sizes. Medium and Small size and large size revealed overall aspects that were significantly different at the level of 0.05. The analysis of the developed structural equation model found that there was in accordance and fit with the empirical data and passed the evaluation criteria. Its Chi-square probability level, relative Chi-square, the goodness of fit index, and root mean square error of approximation were 0.062, 1.165, 0.961, and 0.018, respectively.

New Institutional Economics (NIE) uses solutions from law, economics and organization. The purpose of this article is to link in a single analytical approach the institutional environment, its change in the organizations uniting in one, what is happening in contracts with agricultural lands. The explanation of this type of governance means to integrate: theoretical definitions; formal rules (laws, court decisions and other legal acts); economic institutions—means and mechanisms of exchange; legal and economic forms in which, through governance of transactions property rights are transferred and protected. In order to achieve this goal, it is necessary to present the elements of the institutional matrix that are the cause of changes in subordination and coordination. Following the process of implementing an approach for reconciling the legal and economic nature of the contract forms and integrating the states, contract organizations and transaction costs in a common model. In order to solve the research problems tasks are adapted methods from law, economics, statistics. Such are: (a) positive legal analysis of legislation; (b) historical (retrospective) method of analysis of changes; (c) discrete-structural analysis to explain the process; (d) comparative-institutional analysis to clarify alternatives and an explanation of any of the effects; (е) regression analysis to model the relationships and present possible one’s scenarios to show the direction in which changes are needed. Changes in legislation, legal forms, mechanisms and the amount of payments create new behavioral patterns that change the contract. Therefore, in retrospect, we are witnessing how the number of changes in legal acts, the amount of fees; the number of participants-administrators of the processes; the number and registers - change the number of transactions; the duration of the actions in the contracts, which ultimately predetermines the different amounts of transaction costs for agricultural lands. This interdependence was established by constructing an econometric model. The analysis presents opportunities for change that would lead to scenarios with a reduced level of transaction costs, that is, improving governance and showing the way to improve the institutional environment related to agricultural lands in Bulgaria.

This paper focuses on studying the impact of institutional distance between home and host countries on the entry mode choice of multinational enterprises (MNEs). Based on theories of transaction costs and institutional theory, we predict the trend of choosing investment forms of wholly-owned enterprises (WOEs) and joint venture enterprises (JVEs) in the agricultural sector of Vietnam in the context of free trade agreement implementation. The data of 364 MNEs from 22 different nations that directly invested in the agricultural sector of Vietnam in the period 1996–2019 were extracted from Worldwide Governance Indicators (WGI), which is provided by World Bank. An empirical investigation has employed logistic regression. The results show a positive relationship between institutional distance with regard to rule of law and regulatory quality and WOE choice. Furthermore, the entry mode choices of MNEs in Vietnam’s agricultural sector are also noticeably influenced by the implementation of freedom trade agreements (FTAs).